If this proves anything, it’s don’t sell a product that directly competes with Amazon’s interests.

Following through on its promises to halt sales of set-top streaming devices competing with its own Fire TV lineup, Amazon on Thursday removed all Apple TV and Google Chromecast products from its online store.

In an effort to boost both its Prime Video subscriptions as well as sales of its Fire TV set top box and Fire TV Stick units, Amazon.com has pulled both the Chromecast and the Apple TV from its shelves.

“It’s important that the streaming media players we sell interact well with Prime Video in order to avoid customer confusion,” Amazon said at the time.

Amazon will continue to sell Roku’s hardware as well as video game consoles such as the Xbox and PlayStation. The company has not specified why a branded Amazon app or channel was never created for Apple TV, though it is assumed Amazon was not keen on paying Apple’s mandated 30 percent cut of content sales.

The move also suggests Amazon has no intention of developing an app to be distributed on the new tvOS App Store, supported by Apple’s fourth-generation Apple TV. Early reviews lauded the new set-top box’s powerful hardware and slick user interface, but shaved off a few points for lack of unique content.